Course Title: Marketing Research

Course Code: MKT532

Program: MBA

Department: Marketing

College: CBA

Institution: PSU

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Table of Contents A. Course Identification .................................................................................................... 3

6. Mode of Instruction (mark all that apply) ............................................................................... 3

B. Course Objectives and Learning Outcomes ............................................................... 4

1. Course Description ................................................................................................................. 4

2. Course Main Objective ............................................................................................................ 4

3. Course Learning Outcomes ..................................................................................................... 4

C. Course Content ............................................................................................................. 5

D. Teaching and Assessment ............................................................................................ 5

1. Alignment of Course Learning Outcomes with Teaching Strategies and Assessment

Methods ....................................................................................................................................... 5

2. Assessment Tasks for Students ............................................................................................... 6

E. Student Academic Counseling and Support .............................................................. 6

F. Learning Resources and Facilities ............................................................................... 6

1.Learning Resources .................................................................................................................. 6

2. Facilities Required ................................................................................................................... 7

G. Course Quality Evaluation .......................................................................................... 7

H. Specification Approval Data ....................................................................................... 7

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A. Course Identification

1. Credit hours: 3

2. Course type

a. University College Department √ Others

b. Required Elective √

3. Level/year at which this course is offered: Senior

4. Pre-requisites for this course (if any): Marketing Management MKT 530

5. Co-requisites for this course (if any): Consumer Behavior MKT 533 and Strategic Marketing MKT

538

6. Mode of Instruction (mark all that apply)

No Mode of Instruction Contact Hours Percentage

1 Traditional classroom 35 78

2 Blended 10 22

3 E-learning 0

4 Correspondence 0

5 Other 0

7. Actual Learning Hours (based on academic semester)

No Activity Learning Hours

Contact Hours

1 Lecture 45

2 Laboratory/Studio

3 Tutorial

4 Others (specify)

Total 45

Other Learning Hours*

1 Study 20

2 Assignments 15

3 Library 25

4 Projects/Research Essays/Theses 30

5 Others (specify)

Total 90

* The length of time that a learner takes to complete learning activities that lead to achievement of course learning

outcomes, such as study time, homework assignments, projects, preparing presentations, library times.

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B. Course Objectives and Learning Outcomes

1. Course Description This course is aimed to provide students with an overview of marketing research in terms of

needs, definition, process, analysis, and reporting. The course introduces the students to the

concepts and process of marketing research and exposes them to the actual practice of such

concepts through analysis of cases and interactive exercises. Marketing research serves as a

central basis for marketing strategy and firm profitability by providing information relevant to

marketing decision making. It is critical for marketing managers to understand the nature of

marketing research and to be able to specify what information to seek, how to get it and how

to utilize it in making marketing decisions.

2. Course Main Objective This course is aimed to provide students with an overview of marketing research in terms of

needs, definition, process, analysis and reporting. The course introduces the students to the

concepts and process of marketing research, and exposes them to the actual practice of such

concepts.

Describe the basic marketing research knowledge and principles.

Transform theoretical knowledge into practice and implementation.

Create research plan and design an approach toward a problem in the marketing field.

Analyze and interpret core concepts of marketing research problems to suggest

creative solutions.

Demonstrate commitment toward working in group as well as independently.

Illustrate interaction and responsibility in managing resources, time and other

members of the group.

Demonstrate presentation skills using technology application.

Analyze and interpret results of their work.

3. Course Learning Outcomes

CLOs Aligned

PLOs

1 Knowledge:

1.1 Describe the basic marketing research knowledge and principles. 1

2 Skills :

2.1 Transform theoretical knowledge into practice and implementation. 1, 2

2.2 Create research plan and design an approach toward a problem in the

marketing field.

2,

2.3 Analyze and interpret core concepts of marketing research problems to

suggest creative solutions.

1, 2

2.4 Demonstrate commitment toward working in group as well as

independently.

6

3 Competence:

3.1 Illustrate interaction and responsibility in managing resources, time and

other members of the group.

6

3.2 Demonstrate presentation skills using technology application.

Analyze and interpret results of their work.

3, 4

5

C. Course Content

No List of Topics Contact

Hours

1 Chapter 1 Introduction to Marketing Research 3

2 Chapter 2 Defining the Marketing Research Problem & Developing an

approach 3

3 Chapter-3 Research Design 3

4 Chapter- 4 and 5 Exploratory Research Design - Secondary Data & Qualitative

Research 3

5 Chapter-6 Descriptive Research Design: Survey and Observation 3

6 Chapter 8- Measurement and Scaling: Fundamentals and Comparative Scaling 3

7 Chapter-9 Measurement and Scaling: Noncomparative Scaling Techniques 3

8 Chapter-10 Questionnaire and Form Design 3

9 Chapter-11 Sampling: Design and Procedures 3

10 Chapter-13 and 14 Field work: Data Collection and Preparation 3

11 Chapter-15 Frequency Distribution, Cross-Tabulation, and Hypothesis Testing 3

12 Chapter-19 Factor Analysis 3

13 Chapter-22 Structural Equation Modeling and Path Analysis 3

14 Chapter-23 Report Preparation and Presentation 3

15 Project report/Assignment submission and presentation 3

Total 45

D. Teaching and Assessment 1. Alignment of Course Learning Outcomes with Teaching Strategies and

Assessment Methods

Code Course Learning Outcomes Teaching Strategies Assessment Methods

1.0 Knowledge

1.1

Knowledge Assignments, Case

studies, Midterm,

Presentation, Final

Exam

Lecture instruction

Group assignments

Presentation

In class discussions

Video cases

discussions

2.0 Skills

2.1

Cognitive Skills Assignments, Case

studies, Midterm,

Presentation, Final

Exam

Lecture instruction

Group assignments

Presentation

Case discussions

2.2

Interpersonal Skills & Responsibility Project report and

Presentation,

Attendance

Presentations and

project report

…

3.0 Competence

3.1 Individual

Presentation, Project

Project report and

Presentation

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Code Course Learning Outcomes Teaching Strategies Assessment Methods

report

2. Assessment Tasks for Students

# Assessment task* Week Due Percentage of Total

Assessment Score

1 First major exam (Week 5) 20%

2 Second major exam (Week 10) 20%

4 Research project (Week 15) 15%

5 Project Presentation (Week 15) 5%

7 Final exam 40%

Total 100

*Assessment task (i.e., written test, oral test, oral presentation, group project, essay, etc.)

E. Student Academic Counseling and Support

Arrangements for availability of faculty and teaching staff for individual student

consultations and academic advice:

Arrangements for availability of faculty and teaching staff for individual student consultations

and academic advice. (Include amount of time teaching staff are expected to be available each

week) Students can meet the instructor for consultation and academic advice as below: Dr. Imran Khan

By appointment Online (Via Google meet)

Students also can contact the instructor as below:

Email: khan@psu.edu.sa

F. Learning Resources and Facilities 1.Learning Resources

Required Textbooks Malhotra, N (2019), Marketing Research: An Applied Orientation:

Global Edition, 7th Edition. Pearson, 2019.

Essential References

Materials

Textbook:

- Malhotra, N (2010), Marketing Research: An applied Orientation,

6th Edition. Pearson International Eductaion, 2010.

- Malhotra, N. (2015), Essentials of Marketing Research, Global

Edition, 1st, Pearson Education Limited

- Malhotra, N. (2014) Basic Marketing Research, 4th Edition;

Pearson; Harlow.

- Alvin C. Burns and Ronald F. Bush, (2019), Marketing Research,

Global Edition (9th edition), Pearson

Electronic Materials Journal of Marketing Research

Moodle (https://wlms.psu.edu.sa/) and YouTube for course materials

Other Learning

Materials The instructor may provide some relevant materials.

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2. Facilities Required

Item Resources

Accommodation (Classrooms, laboratories, demonstration

rooms/labs, etc.)

Classroom Lecture room, computing resources, library,

LMS Moodle, Edugate

Technology Resources (AV, data show, Smart Board, software,

etc.)

Computer and

projector

MOODLE system

Other Resources (Specify, e.g. if specific laboratory

equipment is required, list requirements or

attach a list)

White board

G. Course Quality Evaluation

Evaluation

Areas/Issues Evaluators Evaluation Methods

Strategies for Obtaining

Student Feedback on

Effectiveness of Teaching

Student

Course Evaluation Survey

(CES)

Evaluation of Teaching by

the Instructor or by the

Department

Classroom observation

Department chair Classroom observation

Describe the planning

arrangements for periodically

reviewing course

effectiveness and planning for

improvement.

Course curriculum committee Course review

Evaluation areas (e.g., Effectiveness of teaching and assessment, Extent of achievement of course learning

outcomes, Quality of learning resources, etc.)

Evaluators (Students, Faculty, Program Leaders, Peer Reviewer, Others (specify)

Assessment Methods (Direct, Indirect)

H. Specification Approval Data

Council / Committee

Reference No.

Date